Kia Motors adds to its sports marketing roster by becoming the official automotive partner of MLS' New York Red Bulls and their stadium. MORE

Former UConn standout Maya Moore, now a rookie in the WNBA, signs on to become the first woman athlete on the Jordan Brand roster. MORE

On the heels of becoming a minority owner in Liverpool FC, LeBron James signs a deal with upscale watchmaker Audemars Piguet. MORE

Coming soon on a bicycle near you, Huffy products to support Marvel movies for Thor, Captain America, Spider-Man and The Avengers. MORE

The airline signs an eight-year extension with the Boston Red Sox, including title sponsorship of the new spring training site, but loses the L.A. Dodgers to United. MORE

The trading card company will produce a set for the Under-19 National Team, including players who will be in major college football programs this fall. MORE

Kumho Tire USA is using its growing roster of sports alliances, including the Miami Heat, L.A. Lakers, Men's National Soccer Team and college football, to make marketing inroads. MORE

A multi-faceted deal with Major League Lacrosse includes title sponsorship of jewel events, jersey-front branding and placement on ESPN. MORE

Adidas will be losing its official status with the NFL but continues to build its alliance with the league via several signings of players entering their rookie years. MORE

The young man who has mastered snowboarding and skateboarding and take them both to the masses adds Kraft Foods' Stride gum to his growing roster. MORE

The future Hall of Fame linebacker goes beyond the hype of other products to endorse Power Fuel from Twinlabs. MORE

The home of the Blue Light Special tag teams with Triple H, John Cena, The Rock and Wrestlemania. MORE

Delta Airlines, which this year has signed deals with the Los Angeles Lakers and AEG, adds to its roster by aligning with the St. Louis Cardinals. MORE

Sports Authority becomes a partner with USA Football and will activate behind numerous programs to reach more than 3 million youth players. MORE

The candy company has a deal with the Pro Football Hall of Fame that includes a sweeps offering a trip to Canton, Ohio, with Emmitt Smith. MORE

Having cut ties with Tiger Woods, Thierry Henry and others at the end of 2010, Gillette hits 2011 with Evan Longoria, Matt Ryan and other sports stars. MORE

To celebrate the 10th anniversary of the Jordan Brand Classic, Nike and Michael Jordan are moving the game from New York to North Carolina. MORE

Turkish Airlines has signed a global marketing deal with Kobe Bryant to support the carrier's launch of LAX-to-Istanbul routes. MORE

Madison Square Garden signs a new deal with Party City, expands its deal with Foxwoods Casino and names a new evp-marketing/sales. MORE

The former NFL and Super Bowl MVP racked up big points on Dancing with the Stars and has now scored a deal with Amway. MORE

PepsiCo taps into a sport with more than 25 million U.S. participants by signing its G2 as an official sponsor of the 2011 Bowling's Women's Open. MORE

Canon focuses on sports via renewed pacts with the NHL's New York Islanders and Madison Square Garden, home of the New York Knicks and Rangers. MORE

Amway extends its sports marketing message via a deal with the Detroit Red Wings that includes sponsorship of the team's practice jerseys. MORE

With 43,000 runners, a bevy of celebrities and the presence of Chilean mine hero Edison Peña, 2010 ING NYC Marathon partners will get global exposure. MORE

The telecom company, which has deals with the NBA and Dwyane Wade, connects the dots by signing a deal with the Miami Heat. MORE

The New York Knicks feel the spirit in a marketing deal with 1800 Tequila. MORE

Steve Nash, Serena Williams, Mia Hamm and Amanda Beard are now part of the MLB roster following a licensing deal with Mission skincare products. MORE

Chris McCormack won the Ironman championship in Hawaii, then was honored as the first Ironman competitor to get a Wheaties cover. MORE

The pizza company continues its aggressive NFL push, adding the New Meadowlands Stadium, home of the New York Giants and Jets, to its pro football roster. MORE

The Nets become the latest NBA team with a liquor deal, signing a pact with Stoli's vodka that will launch when Barclays Center opens in 2012. MORE

Coca-Cola helped the Washington Redskins, Capitals, Wizards, Mystics and Nationals find a common goal, which could be the blueprint for teams in other cities. MORE

Go Daddy spokeswoman Danica Patrick has a new partner, trainer Jillian Michaels, who has signed on to do marketing and, perhaps, a Super Bowl spot. MORE

Hilton Worldwide has become the official hotel partner of Little League Baseball and Softball, with activation beginning at the 2010 Little League World Series. MORE

Triple H, John Cena and Undertaker are featured in a promotion between BK and WWE that comes with national TV, marketing support. MORE

The national chain that stars smoothies has signed its first pro sports marketing deal, joining the WNBA for hoops and health activation. MORE

NFL QB Tim Tebow signs a deal with Jockey in a category where the competition includes Michael Jordan (Hanes) and David Beckham (Armani). MORE

Four-time Super Bowl winning QB Terry Bradshaw trades the green turf of the NFL for a 'green' endorsement gig touting eco-friendly RVs. MORE

The General Mills cereal endorsed by Peyton Manning, Kevin Garnett and Albert Pujols gets pumped up in a deal with the Ironman competition. MORE

The electronics company is planning to showcase a plethora of new products and titles during the five-stop action sports Dew Tour. MORE

Adidas joins with Warner Bros. and DC Comics to create line of apparel and footwear featuring Dwight Howard and the iconic Superman. MORE

HP and Office Depot have teamed for a tour filled with former NBA stars and a sweeps offering a trip to the 2011 All-Star Game in Los Angeles. MORE

The NBA's Charlotte Bobcats, under the direction of majority owner Michael Jordan, have signed a marketing deal with ID theft protection firm LifeLock. MORE

Alaska Airlines adds to alliance with MLB's Seattle Mariners in marketing, on-field, fan activation. MORE

Delta extends deal with Minnesota Twins to land official airlines status at new Target Field. MORE

Seeking a silver lining amidst the clouds, beleaguered automaker unveils a marketing extension with the NFL's Indianapolis Colts. MORE

As she transitions from IndyCar to Nascar, Danica Patrick adds a new marketing partner via a deal with athletic and outdoor retail chain Academy Sports. MORE

Dwight Howard updates his marketing portfolio by switching from Coca-Cola's Glaceau Vitaminwater to rival PepsiCo's Gatorade. MORE

With franchise sale imminent to a group that may include team president Michael Jordan, the Charlotte Bobcats sign a marketing deal with US Airways. MORE

Dwight 'Superman' Howard signs a new deal with McDonald's for marketing and promotions, starting with his Super Bowl co-appearance with LeBron James. MORE

Life's a beach for Rockstar Energy Drink, which joins AVP as a marketing partner for the 2010 tour. MORE

LeBron James' deal is a slam-dunk for fast-feeder McDonald's. MORE

Both Beyoncé and Vizio are retuning to the Super Bowl, this time as a team. MORE

The 'biggest tour in the history' of BK will hit 41 cities in four months looking for the 'next best move' on the basketball court and in community involvement. MORE

Title sponsorship deal puts Honda in driver's seat at Los Angeles Marathon. MORE

Paul Pierce of the NBA's Boston Celtics shoots to score in a partnership with Switch2Health. MORE

Scotts named the "official lawn care company" of MLB in a deal that includes products enabling fans to grow Fenway Park, Wrigley Field grass at home. MORE

The financial firm will see immediate returns on its new naming rights deal as Sun Life Stadium will host both the 2010 NFL Pro Bowl and Super Bowl XLIV. MORE

Automaker is the wheel deal in a new sponsorship alliance with Lance Armstrong and Team RadioShack. MORE

Target Corp. is ready to reap the rewards for its $100M naming rights deal to the new baseball stadium in Minneapolis. MORE

Official pizza sponsor of NFL, Super Bowl XLIV unveils 'National Football Month' with marketing, sweeps and Tony Dungy. MORE

Events that will prove to be recession-proof in 2010 among marketers, sponsors and the sports public, including the Winter Olympics and FIFA World Cup. MORE

AL MVP Joe Mauer has scored two deals in a week, signing with Anytime Fitness after landing the cover spot on Sony PlayStation's MLB 10 The Show. MORE

The NBA All-Star guard hits the ground running with the new version of his Jordan Brand signature shoe. MORE

Low-fare AirTran soars high via marketing deal with the NBA;s Dwight 'Superman' Howard. MORE

To support its expanding service from Logan Airport, JetBlue has teamed with the Boston Red Sox and Fenway Park in a globe-trotting promotion. MORE

ESPN analyst Carolyn Peck signs a deal to become marketing spokeswoman for footwear e-retailer Barefoot Tess. MORE

Drew Brees signs a deal with Fitness Anywhere and seems poised on the brink of becoming a major marketing endorser. MORE

Shaquille O'Neal will continue to speak out against childhood obesity as the new spokesman for Susta sugar substitute. MORE

Danica Patrick signs extension deals with Andretti Autosports and GoDaddy.com and prepares to shoot new Super Bowls ads. MORE

I scream, you scream, Hannah Teter screams for her very own Ben & Jerry's flavor, Maple Blondie. MORE

Marcus Jordan takes the court for his first Division I game as a point guard for the UCF Knights with the adidas-Air Jordan situation still unresolved. MORE

Aircarrier JetBlue adds the Florida Panthers, BankAtlantic Center to a roster of sports sponsorships that includes the Los Angeles Dodgers, Boston Red Sox and New York Jets. MORE

The performance apparel and footwear company has signed its first endorsement deal with a MMA athlete and will feature champ Georges St.-Pierre in multi-media campaigns. MORE

As his father did 25 years ago, Marcus Jordan has refused to take off his Air Jordans, creating controversy involving Nike and adidas. MORE

Lance Armstrong wants to run you down, and why you'll be happy when he does. MORE

Despite problems encountered by other food brands, Taco Bell likes its odds in giving away Black Jack Tacos on Halloween Eve. MORE

Toyota, Continental Airlines, Asics and Coors Light are among the brands on the run to support the 2009 ING NYC Marathon. MORE

In tough economic times, airlines are signing more sponsorship deals with teams and athletes, but can they survive on a wing and a player? MORE

Delta Airlines has formed an alliance with Madison Square Garden that includes the New York Knicks and Rangers, Radio City Music Hall and venues in Boston and Chicago. MORE

About 1,000 football-themed house parties sponsored by Ford are good to go on Oct. 18 as part of the marketing campaign for the 2010 Taurus. MORE

Right Guard has signed on to becoming presenting sponsor of the inaugural Under Armour All-America Tour honoring ten of the nation's top prep football players. MORE

The quarterback for the Chicago Bears, who has Type 1 diabetes, has launched with Eli Lilly a Web-based campaign to raise awareness and donations. MORE

Seven-time Tour de France winner Lance Armstrong signs a three-year marketing deal with Michelob Ultra. MORE

US Airways has signed a deal with the Philadelphia Flyers to become the official airline of the NHL team. MORE

New alliance with the NBA's Orlando Magic keeps AirTran soaring in the category of sports sponsorships. MORE

P&G signs a group of high-profile Team USA athletes in first activation with the U.S. Olympic Committee. MORE

Fast-feeder grills fútbol tour for Hispanic consumers to support launch of $1 Double Cheeseburger. MORE

Degree Men is now the official antiperspirant/deodorant of Major League Soccer, as well as the Mexican National Team. MORE

Defending Super Bowl champs sign 'sweet' deal with Tasty Baking for co-branding products and other TastyKake marketing initiatives. MORE

The Pro Football Hall of Fame has teamed with J.C. Penney and Phillips-Van Heusen to give fans the opportunity to voice their opinion on the Class of 2010, which includes Jerry Rice and Emmitt Smith. MORE

Tennis teen star Melanie Oudin has added AirTran Airways to her growing marketing roster. MORE

Continental Airlines signs a deal with the NBA's Houston Rockets making it the official commercial airline partner of the team. MORE

Kia Motors expands its alliance with the WNBA by taking over presenting sponsorship of four WNBA awards. MORE

Speed skater Apolo Ohno signs sponsorship deal with Alaska Airlines as he seeks gold at the 2010 Winter Olympics. MORE

Online car buying and selling destination driving business with ESPN sponsorship, marketing support. MORE

Kirk Perry, vp-North America for P&G, and Lisa Baird, CMO for the U.S. Olympic Committee, talk about the marketing moves that have left P&G awash with sports sponsorships. MORE

Low-cost air carrier adds Atlanta Falcons to roster of NFL deals that includes the Indianapolis Colts, Baltimore Ravens and QBs Donovan McNabb and Matt Ryan. MORE

Group says Michael Vick has not show legitimate remorse regarding his role in a dog-fighting operation that sent him to prison. MORE

Two-time Cy Young Award winner Tom Glavine now pitching for AirTran. MORE

American Airlines has signed a marketing deal with the NFL's New England Patriots as it extends its reach with NFL teams. MORE

Hall of Fame quarterback John Elway has joined the advisory board for Nude Vodka to help seek out investors, partners and distributors. MORE

Amidst declining sales, company seeks ways to keep fad from fading. MORE

Pitchers may have found the secret to Albert Pujols' success: OhYeah! nutrition bars and shakes. MORE

The long and winding road of the Heisman Trophy. MORE

Mind your P's and Q's: National Scrabble Championship is coming. MORE

Marvel and Hallmark have signed a multi-year deal to create products for such characters as Iron Man, Wolverine and Captain America. MORE

Lance Armstrong will be taking fans for a ride via Twitter, blogging and real-time videos in his quest for an 8th Tour de France title. MORE

"It's About You" campaign from Lance Armstrong and Nike pumps up the volume in global fight against cancer. MORE

Former pro volleyball player-turned-model Gabrielle Reece appears au naturel in new ads for PepsiCo's PureVia sweetener. MORE

Nike, General Mills and adidas were first out of the gate with Lakers championship marketing, while the NHL offered more than 100 items for the Stanley Cup winning Penguins. MORE

Why such sports legends as Cal Ripken Jr., Michael Jordan, Dan Marino and Patrick Ewing are finding work in marketing after they have left their playing days behind. MORE

Wal-Mart will be title sponsor of the upcoming Miley Cyrus tour, unveiled in conjuction with a low-cost line of clothing and accessories exclusive to Wal-Mart. MORE

NBA, NFL, NHL, MLS commissioners help City of Hope honor AEG CEO Tim Leiweke. MORE

Adidas in July will launch the next phase of its "Me, Myself" effort with WNBA star Candace Parker and three young athletes selected to appear in the campaign. MORE

A conflict in scheduling between WWE and the NBA's Denver Nuggets has led WWE to move its "Monday Night Raw" to Los Angeles." MORE

Samsung signs a three-year alliance to become an official partner of IAAF, the world governing body for track and field. MORE

JetBlue has signed a deal to become the official airline of MLB's Los Angeles Angeles of Anaheim, an alliance that will have multi-marketing support elements. MORE

Holly McPeak retires from the Association of Volleyball Professionals about a month after her husband, Leonard Armato, was replaced as CEO. MORE

NFL Hall of Fame running back Eric Dickerson has signed a deal to help market and endorse Baronoff Vodka from O.C, Beverages in California. MORE

Hostess has launched a "Steeerike It Rich!" sweepstakes, in which one consumer will have the opportunity to win $1 million by throwing three strikes on the field at Kauffman Stadium. MORE

Malibu Caribbean Rum has been named the official spirits sponsor of the AVP Crocs Tour for the 2009 and 2010 seasons. MORE

Under Armour has signed a deal with Ripen Baseball to have significant presence at several baseball venues and events under the auspices of Hall of Famer Cal Ripken Jr. and his brother Bill. MORE

The Association of Volleyball Professionals has recently unveiled several key marketing extensions at a time when the executive leadership and star power is in a state of transition. MORE

ESPN, TNT, Kellogg's, Burger King and Esurance are boldly going on the USS Enterprise with efforts to support the new Star Trek movie. MORE

Olympic medalist Dara Torres joins the ranks of stars who have donned milk mustaches for a Got Milk? ad. MORE

NFL team adds chicken wing chain Wingstop to roster of official sponsors at new Dallas Stadium. MORE

Mattel has joined the field of marketing partners that will be on board for the 135th running of the Kentucky Derby May 2 at Churchill Downs. MORE

GoDaddy.com has signed Anna Rawson, a pro golfer on the LPGA tour who has been modeling since she was 16, as  its newest spokesperson. MORE

Audi of America has signed a three-year deal to become the official luxury vehicle of the New York Yankees. MORE

K-Swiss extends its alliance with Ironman to become the triathlon circuit's official footwear and apparel provider. MORE

Volkswagen of America said it has renewed its deal with Major League Soccer and Soccer United Marketing to be the league's official automotive partner. MORE

Crown Imports and The Elevation Groupare launching the Corona Wide Open, a festival beach volleyball series "celebrating the rich lifestyle of the beach community." MORE

Ford has signed a deal to become the exclusive automotive partner in the premiere season of Bellator Fighting Championships mixed martial arts, to air on ESPN Desportes. MORE

American Collegiate Intramural Sports and six corporate sponsors are joining together to launch ACIS Fitness on 200 college campuses. MORE

Charles Barkley made his marketing return in a T-Mobile spot on during the T-Mobile Rookie Challenge as part of the NBA All-Star Weekend. MORE

Subway is still riding with Michael Phelps, but Kellogg said the Olympic gold medalist won't be a cereal killer. MORE

Bridgestone mulls role in 2010 NHL Winter Classic, Super Bowl XLIV halftime. MORE